The goal of this paper is to present the functioning of one of the latest marketing trends known as gamification, the analysis of games used in gamification systems in terms of their structure and mechanisms, as well as transferring gamification and games to the area of marketing activities. Gamification is the application of the structure and mechanics of games (points, rewards, levels, challenges, trophies) to the real world, in order to boost the engagement of users, change their behaviour and solve problems of various kinds. Only by achieving a high level of user engagement can we guarantee adequate growth of … Czytaj więcej »